RUNNER Agency

According to a recent report by Reputation, 73% of patients demand a minimum star rating of 4 stars in order to consider a provider. The average ratings vary based on speciality, with hospitals seeing lower average ratings and urgent cares seeing higher average ratings. But the bar for review volume has been set very high. Making it extremely important for new brands or newly opened locations to have a strategy in place to grow reviews.

Tracking is the key to success for medical practice advertising. Without it, you're guessing. Here are the KPIs we measure 👇 💻 Lead Conversion Rate What % of the site visitors from your ads call or submit a request appointment form? This is a reflection of how good your site is, and how targeted your ads are. 🏥 Lead-to-OV Rate What % of those calls or form submissions end up becoming patient OVs? This measures how effective your front office is at converting new patient leads into office visits. A low Lead-to-OV rate indicates issues with how your front office is handling leads. 💵 Revenue Per Patient How much revenue do you make per patient? Make sure you understand the lifetime revenue for a patient, not just the first OV. 💰 Return on Ad Spend The most important KPI to measure - when your ROAS is good, you should invest more to grow more. RUNNER can help you implement tracking across this entire spectrum, thanks to our Front Office Helper CRM. Visit our site and request a consultation with one of our medical marketing experts.

Important lessons on patient acquisition we've learned from managing more than $20 million in Google Ad spend. ▶ Good tracking gives you the insights needed for success ▶ You only see results if you spend enough ▶ Practices with great lead handling grow more easily ▶ You can't chase all keywords - PRIORITIZE ▶ Turn off Google's auto-apply recommendations ▶ A great website helps your ads perform much better ▶ If your market is competitive, you have to spend more ▶ Target locations must be right-sized to your budget ▶ Spend time outlining differentiators and authority points for your ads ▶ Look at competitor ads to understand what it takes to stand out ▶ Be wary of broad match, Google wants to spend your money ▶ Stay away from display ads - they will almost never drive leads ▶ It's ok to spend a lot on clicks if patient revenue is high ▶ Give yourself at least 6 months to fully optimize

How to get more patients to your medical practice: Strategy 32: Create a patient "re-engagement" campaign. An easy way to immediately impact practice revenue is to drive repeat visits from existing patients, or nurture patients who've been indicated for a treatment but have not yet scheduled. This can be done through email nurturing, SMS, and phone outreach. We create campaigns for practices to identify lists of patients to target, as well as the messaging and execution needed to drive them back to the practice. Explore the other 47 strategies in this blog post.

You need a diversified portfolio for investing. You also need a diversified marketing strategy for your practice. Why? 🔒 Protection from Volatility If you're too reliant on a single platform, changes outside your control can have serious effects on results. 🆓 Long-Term Organic Growth Some marketing channels you have to continuously pay for results. With others, that growth compounds over time.

There are more than 170 dimensions and 99 metrics that can be tracked in Google Analytics. It's easy to misinterpret data. Here's how 👇 ⏳ Measuring Too Short a Timeframe You can't see longer-term trends if the timeframe is too short. In addition, for some medical specialties, there may be a much longer time elapse between research and requesting an appointment. 🧩 Jumping to Conclusions With Not Enough Data Without enough data, the conclusions you draw can be flat-out wrong or misleading. This is particularly an issue for smaller practices with lower patient lead volumes and smaller marketing spends. 📐 Not Understanding Google's Tracking Limitations It's important to understand that there are a number of metrics or dimensions in Google that have to be taken with a grain of salt, because Google can only look at sampled data - examples include things like demographics and repeat visitors.

SEO isn't just about the keywords. It's a combination of factors. Make sure you're working with experts.

Google Analytics will never tell the whole story. But that doesn't mean you should give up on tracking. It just means you need: - A CRM tracking new patient leads and how they're worked - Reporting dashboard from all sources: site, ads, listings, etc. - Deeper understanding of the patient journey (listen to calls, talk to patients) Most of all, it means understanding that the patient you see tomorrow may look like they didn't come from ads, but they just clicked on an ad more than a week ago... Thanks to the KPP Playbook for this concise explanation.

You want more patients. Google wants more ad revenue. Beware the following "recommendations" that Google likes to make: ❌ Add broad match keywords Why Google likes it: Broad match usually results in more clicks - and advertisers only pay Google when someone clicks. Why you should beware: You'll get irrelevant clicks. We NEVER run broad match for clients - because Google will show your ads for competitor terms, unrelated conditions and more. ❌ Create a performance max campaign Why Google likes it: Also called PMAX, it gets advertisers running across multiple Google networks - search, display, even Youtube. Why you should beware: Performance Max campaigns provide much less visibility and control over your campaigns - including where you spend and what you're targeting. ❌ Enable automatically created assets Why Google likes it: Potential to increase clicks. And clicks are how Google makes money. Why you should beware: Automatically created assets often have errors or don't make sense, especially for medical practices.

New research from SparkToro shows nearly 60% of Google searches are "zero click." This is intentional. Here's why: 👉 Google wants to surface user questions in the SERP 👉 Google wants to direct searchers to other Google properties 👉 Google wants searchers to click on ads It's yet another reason why SEO is important for your medical practice.